Consumer Ethical Decision Making: Linking Moral Intensity, Self-Consciousness and Neutralization Techniques

Abstract

The purpose of the study is to examine the effect of moral intensity on self-conscious emotions and neutralization techniques in the context of ethical decision making among consumers. A sample of 388 shopping mall retail consumers was recruited through self-administered survey technique. Descriptive statistics, exploratory factor analysis, correlation was carried out in SPSS whereas the measurement model and structural relationships were estimated using AMOS.Results indicate that moral intensity positively influences consumer's self-consciousness, neutralization techniques and behavioural intention. Self-consciousness negatively influence consumer's defence mechanism i.e. neutralization techniques. Neither self-consciousness nor neutralization techniques is found to have an impact on consumers' behavioural intention. Only self-consciousness is found to complementary mediate the relationship of moral intensity and neutralization. The limitations associated with field survey and crosssectional research design are inevitable. The study offers some relevant practical implications for government, marketing professionals and academia. The study is among the pioneer studies that theoretically links and empirically examines Issue Contingent Model, theory of neutralization and self-consciousness. The study develops and tested an Urdu language version of the questionnaire for retail consumers. The purpose of the study is to examine the effect of moral intensity on self-conscious emotions and neutralization techniques in the context of ethical decision making among consumers. A sample of 388 shopping mall retail consumers was recruited through self-administered survey technique. Descriptive statistics, exploratory factor analysis, correlation was carried out in SPSS whereas the measurement model and structural relationships were estimated using AMOS. Results indicate that moral intensity positively influences consumer's self-consciousness, neutralization techniques and behavioural intention. Self-consciousness negatively influence consumer's defence mechanism i.e. neutralization techniques. Neither self-consciousness nor neutralization techniques is found to have an impact on consumers' behavioural intention. Only self-consciousness is found to complementary mediate the relationship of moral intensity and neutralization. The limitations associated with field survey and cross-sectional research design are inevitable. The study offers some relevant practical implications for government, marketing professionals and academia. The study is among the pioneer studies that theoretically links and empirically examines Issue Contingent Model, theory of neutralization and self-consciousness. The study develops and tested an Urdu language version of the questionnaire for retail consumers.

Self-Consciousness in Online Shopping Behavior

“…The results obtained indicate that self-consciousness affects consumer adoption of online shopping. According to Shah and Amjad [28], private self-consciousness obtained the highest scores, closely followed by public self-consciousness and, at a greater distance, by social anxiety. Our results indicate a stronger relationship between public self-consciousness and self-insecurity than in the Gould and Barak [14] study.…”

“…They found that a consumer who is high in private self-consciousness but low or neutral in public self-consciousness and social anxiety is the consumer profile that best explains the adoption of the electronic ticket. Shah and Amjad [28] analyzed self-consciousness with its three dimensions and found that self-consciousness moderates the relationship between moral intensity and neutralization techniques in the context of ethical consumer decisions.…”

Social Anxiety dan Perceived Performance terhadap User Acceptance dan Kepuasan Pengguna dalam Penggunaan Ticket-Vending Machine

“…Persepsi yang timbul seperti ini disebut sebagai fenomena social anxiety. Individu yang merasakan fenomena tersebut memiliki ketidaknyamanan tersendiri yang diakibatkan karena merasa kurangnya kecakapan dalam menggunakan teknologi sehingga timbul perasaan takut apabila ketidakcakapannya dilihat dan dinilai tidak baik oleh orang lain (López-Bonilla, Sanz-Altamira, & López-Bonilla, 2021; Shah & Amjad, 2017). Jika dilihat pada konteks penggunaan ticket-vending machine di stasiun kereta yang tergolong ramai, tentunya persepsi seperti ini menurunkan motivasi para individu untuk menggunakan self-service technologies yang telah disediakan penyedia layanan kereta api secara masif.…”

“…Ketidaknyamanan umumnya terjadi atas ketakutan seorang individu atas penilaian orang lain yang dirasa memperhatikan atau mengawasi tindakan yang sedang dilakukan, terutama di situasi keramaian. Hal ini menyebabkan timbulnya rasa malu sehingga berusaha menghindari diri dari melakukan suatu hal tertentu sebelum orang lain menciptakan persepsi yang tidak diinginkannya (Shah & Amjad, 2017).…”

The Impact of Netflix’s Controversial and Illicit Content on Changing Users ’ Attitudes in Egypt

“…The moral strength dimensions are found to be an important determinant of moral judgment. Individuals with a higher sense of responsibility are likely to evoke a higher level of self-consciousness when confronted with an ethical situation (Kong, et al, 2022;Shah & Amjad, 2017).…”